Clear direction: Droughtmaster Australia general manager Simon Gleeson said the ambition of the society's strategic plan "The Road Ahead" (pictured, inset) is for the breed to be recognised across the entire supply chain, from paddock to plate.

The Droughtmaster Australia stud breeders society is looking to the future of the national beef industry with a new brand strategy highlighting the benefits of the breed

Droughtmaster Australia general manager Simon Gleeson said repositioning the brand (which marketing agency Brother & Co are assisting with) is a major component of the society's strategic plan 'The Road Ahead' which was released last November following a member's survey conducted in September, 2019.

"From the member feedback provided through the survey, both a refresh of our brand identity and our communication interfaces were earmarked as being significant to our transformational strategy," Mr Gleeson said.

"This may include a new logo, marketing tagline and identity colours, while also revamping our website and messaging across the entire supply chain," he said.

Mr Gleeson said the traditional functions of Droughtmaster Australia will always remain core but the society must continue to evolve and remain relevant to be competitive in the beef industry.

"We aren't changing our name or losing sight of our heritage and what makes the Droughtmaster great.

"Our ambition is for the breed to be recognised throughout the supply chain, from paddock to plate."

Mr Gleeson said to prepare the brand strategy, research was undertaken with Droughtmaster Australia members and with individuals across all facets of the supply chain.

"This research has given us a better understanding of where the breed and the brand are currently positioned within the cattle market and the supply chain, and what we need to be doing to maximise the value of the breed going forward."

He said Droughtmaster cattle are being sought after by multiple markets, but its reputation needs further promotion and marketing to educate these markets and consumers on some of the unforeseen benefits.

"The Droughtmaster is arguably the breed best suited to thrive in a world that is changing before us, where versatility and sustainability are essential and where much of the world's natural protein needs can be met by a single breed.

"We know how consumers' demands are changing rapidly, supply chains want greater yield and there is an unmistakable push for improved animal welfare and for sustainable and natural production systems.

"The Droughtmaster is the perfect breed for this changing future as its many strengths mean that it's well positioned to adapt to these expectations."

Mr Gleeson said the society is also identifying activities that will further increase breed participation and enhance membership to Droughtmaster Australia by delivering more efficient services, benefits and value.

"The society has recently signed a partnership deal with Asahi Beverages. Asahi has created a beer brand called Droughtmaster Lager and their tag line is "Earned on the Land". This beer is on tap in 90 pubs and clubs around Queensland and later this year we'll be working with them on a promotional beer and beef video.

"The society has also applied for an agricultural trade grant which will allow us to highlight the benefits of purchasing Droughtmaster cattle for the live export market. We've identified consultants and will engage them to help us achieve this goal."

Mr Gleeson said recognising the importance of data capture is essential to the future of the breed.

"We need to gain a clear understanding of where the breed is currently and where we need to get to. To achieve this, we have begun focusing on the data available in our Repronomics and Beef Information Nucleus Projects while we have also offered members discounts to their memberships if they participate in BREEDPLAN."

He said there are exciting times ahead for the Droughtmaster breed.

"This all-rounder is possibly Australia's most versatile breed to meet the demands of the changing world."